Audrey Khoo Jing Wen

The dissertation examines the growing significance of art markets in Singapore as spaces where creativity, commerce and community intersect. While the term “art market” is often associated with fine art fairs and auctions, this study focuses on convention-style events where independent artists, crafters and creators sell illustration prints, stickers, accessories and other handmade goods. These events, typically catered towards Gen Z youths, have increased exponentially in recent years. However, academic research linking this ecosystem to broader concepts of cultural research and entrepreneurship remains limited. This study addresses this gap by investigating the motivations, practices and sustainability of independent artists who participate in art markets.

The research draws on ethnographic fieldwork at five Singaporean art markets between late 2025 and early 2026, supplemented by digital ethnography and semi-structured interviews with 18 artists. It explores why artists participate in art markets, how they operate within them and the overall sustainability of these platform for small businesses.

The findings show that participation is shaped by theme, reputation, affordability and logistical convenience. Artists are drawn to markets whose themes align with their work and audiences, while word-of-mouth recommendations, booth rental fees, event locations and timing also influence decision-making. Art markets offer key advantages over online sales, including better outreach and exposure, direct audience engagement, community-building opportunities and increased physical sales. The study also examines market operations, highlighting different event practices and shared practices within the artist community.

While the growth of art markets reflect artists' desire to continue pursuing creative entrepreneurship as a career, suggesting a future for a new generation of artists, there are concerns about the reliability of art markets in sustaining full-time careers. Overall, this study positions art markets as more than retail spaces, but as sites of cultural production where artists negotiate identity, passion and commercial success.